Prepare for 618, please check out the UC e-commerce marketing guide

618 is coming. How should e-commerce advertisers reasonably allocate their budgets and formulate advertising strategies? In this article, let’s take a look at the overall traffic analysis of the UC platform.

"618" is coming soon. As the first major e-commerce promotion after the domestic epidemic situation has stabilized, it is also a good opportunity for major e-commerce platforms and stores to promote the resumption of growth of brands and merchants. When it comes to advertising, how can we grasp the changes in traffic and crowd behavior to benefit from the "618" promotion?

This article brings you the UC platform's " 618 E-commerce Advertising Guide ". By analyzing the changes in traffic and population in the first half of the year and integrating the platform's latest product functions, it helps advertisers quickly capture post-epidemic marketing trends, seize advertising opportunities, improve advertising effects, and launch the 618 campaign.

1. E-commerce traffic increased by more than 30%

Information flow becomes the core growth point

Judging from the traffic trend, the overall e-commerce traffic of the UC platform has increased by more than 30% this year. Information flow is the core growth point, which also shows that the media form is rapidly shifting to information flow, which is in line with the current trend of change in the media industry. The traffic change trend from May to June is similar to that of last year. The core outbreak point will still occur on June 18. In addition, there will be small outbreak points on May 25, June 1 and 10 .

Data source: Intelligent Marketing Platform Probe and Star Data Tool

Compared with last year, the proportion of food traffic increased significantly during January-May this year, including local takeout, grocery shopping, and cooking recipe traffic. As food traffic increased, the traffic of kitchen supplies also increased. During the epidemic, everyone has become a "Little Chef of China". The fact that everyone made cold noodles and cakes in rice cookers during the Spring Festival further illustrates this phenomenon.

Data Dimension: E-commerce Traffic Distribution by Category

Well, the domestic epidemic situation has gradually stabilized. Where will the main traffic be during this year's 618? Is the grocery sector still growing rapidly?

2. Food and general merchandise reserves inventory space

Digital home appliances become a must-have

From the trend, we can see that the traffic growth of food and daily necessities reached a peak during the epidemic. As the domestic epidemic is gradually brought under control, the traffic of food and daily necessities has declined slightly, but compared with the period before the epidemic, there is still a certain amount of stock space for daily traffic; the traffic of clothing has been relatively stable, and advertisers are advised to maintain regular delivery.

In addition, after May, the traffic of digital home appliances has been on the rise . For e-commerce advertisers, digital home appliances have a high average order value and target a more precise target group, so this group of people will still be a battleground for this year’s 618.

Data Dimension: E-commerce Traffic Trends by Category

Based on the different search contents of users, we can see that users in different categories care about different contents. For example, users of daily necessities and beauty products prefer news information, while users who buy food pay more attention to price advantages. In actual delivery, advertisers' creativity can be adjusted according to the different needs of users.

Data Dimensions: Interest Preferences of E-commerce Customers by Category

During the 618 period, how should advertisers reasonably allocate their budgets and formulate delivery strategies for the two completely different advertising formats: search and information flow? What product functions does the media platform have to empower advertisers?

Let’s take a closer look below~

As the domestic epidemic situation gradually improves, people's consumption demand has begun to pick up. As the important e-commerce festival of 618 approaches, advertisers, in addition to rationally planning their budgets and delivery strategies, must also understand the behavior of media audiences, make good use of the various functions of the media, and establish good communication with users to maximize advertising effectiveness.

The 618 promotion is coming soon, and I hope all advertisers will win this battle!

Author: Wang Meng, Wang Longlong

Source: Wang Meng, Wang Longlong